The Government was willing to call off the Championship, so the resulting idea was: 'Violence will make soccer disappear'. Having that in mind we decided to implement the concept through the newspaper itself: the sports journal was published with absolutely no soccer information -a nearly blank paper because in Peru most sports coverage is about soccer. The edition hit the news-stands making a huge splash.

The activation was an immediate success. Approximately 1.2m people saw it either directly on news-stands or indirectly through mass media coverage. The brand was widely mentioned, even by its competitors and the message was a hot topic in social networks. The public support for the message was overwhelming and most importantly, government and soccer authorities agreed to deal with the problem in a more constructive way, keeping the Championship safe.